The HubSpot Blog's 2022 Marketing Industry Trends Report: Data from 1,000+ Global Marketers

The only constant in the world of marketing is that things are always changing.

• Which trends are marketers leveraging today?而且，他们做的plan to start leveragingin 2022?
• Which marketing channels are they using?
• What are the top content-marketing formats?
• 他们面临着什么挑战？
• And, most importantly, what are their plans and expectations for 2022 and beyond?

当the HubSpot Blog's Research Analyst, I launched our Marketing Industry Survey to help fellow bloggers and readers answer the questions above -- and gain further industry insights into 2022 planning.

Our Survey Sample

We surveyed 1,067 global marketers from across B2B and B2C companies from small to large employee sizes. The sample included professionals at varying experience levels from seven countries: the U.S., Australia, Canada, Germany, UK, France, and Japan.

Read on to learn about some of the most interesting key findings, get strategic recommendations based on our data, and find even more blog content that dives even deeper into our research.

当今营销人员已经利用哪些趋势？

Influencer marketing, mobile-friendly website design, short-form video, virtual events, and experiential marketing are the top trends marketers currently leverage.

这些趋势将在2022年持续增长，因为大多数营销人员将增加对他们的投资或继续投资相同的金额。

Let's dive into each trend and how marketers are thinking about them moving into the next year.

1. Influencer Marketing

尽管有影响力的营销曾经是无法预算高价名人或顶级社交媒体用户的小品牌访问的，但社交媒体的增长导致了大量的有影响力的人，他们对纳米进行了宏观的关注。

Now, as more businesses invest in influencer marketing, they're beginning to see solid benefits. In our survey, Influencer marketing was the most popular and most effective trend with the biggest ROI.

By working with an influencer that's gained trust, expertise, or notability in a specific industry, brands can gain awareness, traffic, and potentially conversions from that influencer's audience.

2. Short-Form Video

As TikTok's virality grew in 2020 and 2021, other social media platforms like Instagram and YouTube rushed to get into the short-form video game. And, as more platforms continue to shift to prioritizing quick, fast-paced content, so have marketers.

Our Marketing Strategy Survey results show that short-form video is popular, effective, and still growing, especially among social media marketers.

事实上,30%的社交媒体营销计划发票est more in short-form video than any other social media marketing strategy in 2022. Meanwhile, 33% plan to leverage short-form video for the first time in 2022.

3. Virtual Events

Virtual events are popular, effective, and will continue to be a top trend marketers leverage in 2022.

However, 17% of marketers who leverage virtual events will decrease their investment in 2022, the second-highest decrease of any trend marketers invested in during 2021. Additionally, while 31% of marketers currently leverage virtual events, just 9% of marketers plan to leverage them for the first time in 2022.

If you have virtual events planned, don't let this research panic you. Virtual events are still the third most prominent trend marketers will invest in throughout the next year.

Additionally, the decreases noted above could signal a natural transition from virtual to hybrid or physical events as more public venues fully re-open in the next year. As an event marketer, it will be important to weigh all of your options and local mandates to determine which event type will be most effective and comfortable for your audience in the coming year.

Which trends do marketers plan to leverage for the first time in 2022?

简短的视频，社会责任和入站营销是营销人员计划在2022年首次利用的主要趋势。

尽管我解释了上面的一些简短视频的吸引力，但这是有关其他两个趋势的快速片段。

品牌将承担更多的社会责任

在2020年和2021年，消费者比以往任何时候都更加关注公司如何对待客户，受众，员工和周围的世界。而且，许多公司利用这段时间对其价值观采取立场。随着这些品牌承担更多的社会责任，他们发现当前或新的受众分享了他们的价值观，并获得了这些消费者的信任，信誉，记忆力和意识。

进入2022年，越来越多的营销人员认识到社会责任的重要性。对社会责任的投资将继续从已经利用该社会的人和营销人员首次使用的人那里增长。

数字化转型将促进入站营销使用

As we move into 2022, consumers will be more connected to the web and digital platforms than ever. And, outbound strategies have gotten even more out of date.

To meet customers and audiences where they are, 23% of marketers will leverage inbound marketing for the first time.

要了解有关本调查中分析的简短内容，社会责任和其他关键趋势的更多信息，请查看以下帖子：

• The Marketing Trends of 2022: The Ultimate Guide
• 2022年的前5个B2C营销趋势

Which marketing channels are businesses leveraging?

The top channels marketers currently use are social media, website/blog, and email marketing.

1. Social Media

Social media is the most popular and most effective marketing channel, with the highest ROI.

The use of social media will continue to grow, with 39% of those who don’t use social media planning to leverage it for the first time in 2022.

此外，有26％的营销人员计划在社交媒体上投资于2022年的任何其他渠道

在2022年，有51％的营销人员利用社交媒体计划增加其在社交媒体营销方面的投资，而37％的营销人员将继续投资相同的金额。

顶级社交媒体平台

1. Instagram

Instagram是最受欢迎的社交平台，就在YouTube和Facebook之前。

但是，Facebook拥有任何平台中最大的投资回报率，而25％的社交媒体营销人员表示，他们将比2022年的任何其他平台投资更多。

2. YouTube

YouTube is No. 2 in terms of usage, but ROI lags behind Facebook, Instagram, LinkedIn, and TikTok. Still, expect to see the platform continue to see marketing growth as brands continue to leverage it for its ginormous audience and growing brand opportunities.

3. TikTok

While TikTok is the No. 6 platform in terms of usage by social media marketers, 62% of those who leverage it plan to increase their investment in 2022, the highest of any social platform.

The Top Marketing Content Formats

视频内容，博客，图像和信息图表是顶级媒体格式。

1. Videos

视频全面领先是最受欢迎，最有效的ROI格式，而30％的内容营销人员计划比2022年其他任何格式投资更多。

2. Blogs

博客are popular, effective, and have the 3rd highest ROI of any format.

The use of blogs will continue growing in 2022, with 29% of content marketers planning to leverage blogs for the first time and 10% planning to invest more in blogs than any other format.

3.信息图表。

由于目前有45％的内容营销人员利用他们的内容，因此使用信息图表将继续增长，并且有38％的人计划在2022年首次利用它们。

Additionally, 56% of content marketers who leverage infographics say it is the most effective content format they use.

4.播客和音频内容

Only one in three content marketers use podcasts or other audio content. While 51% of those who do plan to invest more in 2022, 43% plan to continue investing the same amount

Despite low ROI reports, 53% of content marketers who leverage podcasts and other audio content say it is the most effective format they use.

5. Audio Chat Rooms

只有14％的社交媒体营销人员利用会议厅和Twitter Space等音频聊天室，但其中有68％的人说这是他们使用的最有效的社交媒体策略，尽管ROI较低。

Additionally, 49% of those who already use audio chat rooms plan to increase their investment in 2022, while 47% plan to maintain their current investment next year.

More Insights From the HubSpot Blog

Has this data inspired you to build out or refine your marketing strategy in 2022? Be sure to keep following the HubSpot Blog’s data-driven content to dive deeper into current and emerging industry trends.

下一个，check out this postwhere I give 11 recommendations for marketers based on the data above, plus survey findings that didn't make it into this post.

Below are a few blog posts that further break down the findings of our Marketing Industry Trends survey. We'll continue to update this list as we publish more articles, so be sure to bookmark this page!